APEX PROS x JECP
Bear On-the-Air Commercial Campaign
24 comedic news-style commercials featuring Alex the Bear
prepared by
Josh Emerick + Ross Theisen
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PROPOSAL EXPIRES: March 28th
WELCOME TO
YOUR PROPOSAL
Tate & Team,
Our goal isn’t just to create compelling video content; it’s to build a partnership rooted in trust and creative alignment. We believe the best work happens when there’s a shared vision, open collaboration, and a team that genuinely cares about your success.
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With this campaign, we want to help Apex Pros connect with your audience in a way that feels authentic, engaging, and built for long-term impact. Strong relationships lead to strong outcomes, and that’s the foundation of every project we take on.
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Apex Pros already embodies this. As we dug into the Care Bear Club and Alex Cares Program, you’ve built something bigger than just a service. You’ve created a brand people can rely on, feel good about, and connect with in a real way. There’s a lot of heart here; your brand feels both caring and fun, and that’s something special.
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That’s exactly how we approach our work, too. We’re not just here to make ads; we’re here to tell a story that reflects who you are, strengthens your brand, and deepens customer loyalty.
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Whether this is the start of something new or a step forward in a growing partnership, we ensure every detail, strategy, storytelling, and execution is handled carefully and intentionally.
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Below, you’ll find a few options to review. Let’s dig in, refine together, and make something great. Looking forward to collaborating!
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OUR APPROACH
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Great campaigns don’t happen by chance. They’re built through a thoughtful, intentional process that ensures everything flows seamlessly from concept to execution.
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We estimate this will be a 4–6 day shoot, depending on efficiencies, experience, and logistics. But success starts before the cameras roll. Pre-production will be crucial, involving creative discussions, script refinement, and logistical planning.
For this campaign, we’re drawing inspiration from Dr. Squatch, Jack Links,
Anchorman and The Morning Show, balancing humor, strong character-driven storytelling, and a bold, confident tone. These references help guide the energy, comedic delivery, and visual approach, ensuring the final product feels engaging and premium while staying true to Apex Pros’ brand identity.
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We see this as a collaborative process; our best work comes with clarity on Apex Pros’ internal access, resources, and creative vision. The more we learn from you, the better we can make informed, confident decisions that serve your brand. We’ll need someone on your team engaged for sign-offs and insights and to ensure alignment at key stages. This helps us move efficiently and deliver a campaign that truly reflects Apex Pros.
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Once production is complete, post-production will move quickly if pre-production is well-planned. We are confident that with clear communication, we can deliver everything within 6 weeks while ensuring the best quality output.​​
Discovery (10%)
Where we start, all about understanding your goals, challenges, and vision. This phase ends once you choose an investment option.
Pre-Pro (40%)
The foundation. We refine the story, finalize logistics, build production books, create schedules, and ensure every creative and logistical detail is dialed in. This ensures an efficient, stress-free production.
Production (10%)
This is where ideas come to life. Whether a single-day or multi-day shoot, everything we’ve planned comes together in execution. Your investment determines the scale, tools, and crew involved.
Editing & Delivery (40%)
Where the story takes shape. We craft the raw footage into a final piece that connects and delivers impact. You’ll have opportunities for feedback before we finalize and prepare for rollout.
JECP | THE ART OF PARTNERSHIP
WHAT TO EXPECT
HOW THIS PLAYS OUT WITH APEX PROS
Every project is unique, and for Apex Pros, we see this playing out as:
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A Collaborative Approach – We work best with an inside look at how your team operates. From unique brand insights to the nuances of the Apex customer experience, everything we learn helps us make more intentional creative decisions.
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An Engaged Process – The best results come when there’s a trusted point of contact on your team to provide approvals, offer real-time insights, and help move things along smoothly. We want to make this stress-free and fun, and that starts with clear communication.
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A Production Built for Efficiency – We know the timeline is tight, so our focus is ensuring pre-production is dialed in, locations are prepped, talent is ready, and we’re working together to set up a seamless shoot schedule.
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Post-Production That Moves Smoothly – The more we refine up front, the fewer surprises in post. We’ll have structured touchpoints to ensure we stay aligned, deliver on expectations, and create something that truly works for Apex Pros’ brand.
PROJECT TIMELINE
MEET YOUR TEAM
At JECP, we’re more than just titles, we’re a team that thrives on trust, creative problem-solving, and making production feel effortless and fun. Each of us brings something unique to the table, and together, we create an experience where everyone, from clients to crew, feels heard, supported, and confident.
JOSH EMERICK
VISUAL IDENTITY & LEADERSHIP
At my core, I’m a team builder and stress remover. I set up the right people for success, ensuring everyone has the clarity, space, and tools to focus, create, and thrive. I love crafting beautiful, intentional imagery, but beyond that, my job is to keep things running smoothly, take weight off where needed, and make sure this is an experience we all walk away proud of.
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I believe great work comes from organization that fuels creativity. The more dialed-in our process, the more we can stay in the moment, make bold choices, and create something lasting.
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For this project, I’ll be shaping the visual identity, organizing the team and timeline, and ensuring this is a great experience for everyone.
ROSS THEISEN
DIRECTOR & STORYTELLER
Ross isn’t just a writer; he’s a world-builder. For over a decade, we’ve worked together crafting stories that are intentional, audience-focused, and emotionally resonant. His ability to develop characters, refine tone, and maintain story arcs ensures that this campaign doesn’t just look good; it feels right.
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Beyond writing, Ross is deeply connected to improv, comedy, and community building. He runs a storytelling podcast, collaborates with comedians, and has a vast network of performers. His experience means he can direct talent with confidence, maintain comedic timing, and ensure performances feel natural and engaging.
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For this project, Ross will be directing talent, maintaining the story’s consistency, and shaping the tone so it’s both hilarious and on-brand for Apex Pros.
NOAH HINES
ASSISTANT DIRECTOR & THE CALM
Noah is the calm, critical thinker of our team. He has a deep sense of empathy, making him an incredible leader in keeping productions smooth, stress-free, and people-first.
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He listens intently, chooses his words carefully, and makes thoughtful decisions—all of which make him invaluable in high-pressure environments. His strength lies in understanding people, anticipating challenges, and ensuring every part of production stays aligned.
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For this project, Noah will be the glue that keeps production and post-production on track—assisting in directing, ensuring clear communication, and organizing everything so the final product is seamless.
TREVOR O'NEAL
PEOPLE -FIRST SOLUTION CREATOR
Trevor is our accountability anchor. In an industry where things move fast and impulse decisions are common, he’s the one who thinks ahead, asks the right questions, and keeps everyone on track.
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His focus isn’t just on gear and logistics; it’s about people. He ensures that new crew members feel welcome, safety is a priority, and the entire set runs efficiently. He’s the guy you want on your team when something unexpected happens—because he’ll already have a solution.
For this project, Trevor will handle all technical decisions, manage crew and gear, and ensure we’re set up for success at every step.
REFERENCE FILMS
Makers Social Web Ads
We created a set of 4 commercials and founders' films to match the brand's playful social media presence.
Vertafore | Solutions Suite Explainer Film
This comedic take on the customer's journey for Vertafore was a project we helped support the pre-production creative and production execution.
Brewdog | Brewdog & Friends Beer Club
It is not so much comedic but showcases our set design, lighting, and styling approach to filmmaking to create a more immersive and resourceful experience.
INVESTMENT
READY TO
MAKE IT LEGIT
NEXT STEPS
Take a look at the options, choose your level of investment, and let’s get rolling. Once you sign the contract, we dive into pre-production, refining details, and setting everything in motion.
Let’s bring this to life.
WHY JECP?
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At JECP, we approach production differently. It’s not just about execution; it’s about building the right team, crafting the right energy, and ensuring the creative process is exciting and stress-free.
Comedy Expertise Built-In – One of our unique strengths in this project is our direct connection to the comedy world. Through Ross’s involvement in improv and comedy writing, we have access to writers, actors, and performers who understand humor and can bring extra depth to these ads.
Hand-Picked Production Teams – We don’t just stuff a shoot; we build a team based on chemistry. Every person we bring in cares about the project and is aligned with the creative vision. We share brand goals, discuss what we’ve learned from the client, and ensure everyone is bought in beyond just a paycheck.
A Production Experience That’s Actually Fun – We take our work seriously, but we also believe in keeping the process light, engaging, and enjoyable. Productions can be stressful, but our job is to remove that stress, take the weight off your team, and make the entire experience one that feels easy, exciting, and dialed in.
Onboarding Matters – We invest time upfront to make sure this feels like a true partnership. From creative briefings to early planning meetings, we ensure that both teams feel like they’re on the same page from day one.
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"I got access to creative brains I didn’t expect. Their team helped develop ideas that took the project beyond what I imagined. Their flexible approach allowed for real creative freedom. The value isn’t just in the deliverables; it’s in the care, attention to detail, and passion they bring to every project. JECP is the best in the game!"
— Meg Pando
Founder of Makers Social
PARTNERS WHO INVEST IN JECP
When you work with JECP, you’re not just hiring a video team; you’re supporting a creative ecosystem. Your investment fuels independent filmmaking, creates freelancer opportunities, supports our vendors, and keeps this craft moving forward.
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We’re passionate about what we do and grateful for every client who trusts us to bring their vision to life. Your belief in our work allows us to keep pushing creativity forward while making the process an experience worth remembering.
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Thank you for being part of this journey.
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- Josh